Describe what makes your unique business model work and the ecosystem you’ve set out to establish?

Jonathan: My background consists of years in the social media world. My last startup was a social analytics company. Although we were software focused, our job was helping big companies like Coca-Cola and Taco Bell understand consumer passion and sentiment. What I’m always thinking about is how to engage community and speak to their passions. If you look at the old model, designers and marketers would meet in a dark room, create campaigns, and present the community with a complete product. They would tell the community to just trust them, take this product, and it will help you run faster or dunk a basketball. The new model starts with engaging consumers, getting them exciting about collaborating and making them an integral part of how products are made.

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Our community has design our tasks, and the community participates in the design process. From there, the community votes which designs they like best, and we create the ones that win. Our give-back campaigns are all run through the community. The community proposes the causes they want to see supported, and we allow other members to get behind them. We then create a pLAE It Forward code that allows a percentage of the proceeds from product sales to benefit causes that other members of the community believe are really important.

We even went as far as asking the community almost a year ago what colors they wanted to see us create. To the point of listening, it comes down to having the confidence and conviction to actually go ahead with their suggestions. The colors they pick may not be what we personally thought would win, but we trust our community and empower them to have a voice that matters. We’ve even engaged our community to run our chat line for us, so if you ask a question, it’s likely a community member you’re engaging with. That puts our community in a position to not only help us, but help their peers. In that, we’ve found that the best answers come from people in our community who are already our customers, which has made that an active part of our business.

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Ryan: We even have community members visit stores on our behalf. Based on the traditional model, you would have these road warriors who travel store to store and evaluate how products are performing as an official representative of the company. We know that when you travel to different stories in different cities, there is an entirely different culture and set of experiences people have. What we decided to do was identify community members in specific area codes and have them check out products in local stories, then provide feedback about what they liked or disliked. That practice, in and of itself, has proven really powerful for us in terms of enhancing our in-store experiences.